Oct 305 min read

Debunking Reef-Safe Sunscreen Claims: What Beauty Brands Need to Know

Uncover the truth about 'Reef-Safe' sunscreens, dive into the complexities and misconceptions in our latest blog post.

Jul 124 min read

Oquist Cosmetics – What Eco Luxury Should Look Like

To me Oquist Cosmetics is the quintessential Eco Luxury Beauty Brand with their terracotta packaging and luxurious waterless formulations.

Announcement: Launching Doing Good Seal of Approval

Jennifer Carlsson

May 283 min read

Announcement: Launching Doing Good Seal of Approval

Introducing the Doing Good seal of approval in an effort to give a spotlight to beauty brands that are actually sustainable and doing good.

Top 10 Bright Future Beauty Brands to Watch

Jennifer Carlsson

Dec 14, 20235 min read

Top 10 Bright Future Beauty Brands to Watch

Bright Future Beauty Brand Type is all about fun and high quality beauty that on top of that actually do not compromise on sustainability

Nutricosmetics Trend Report 2024 - Abstract

Jennifer Carlsson

Oct 27, 20234 min read

Nutricosmetics Trend Report 2024 - Abstract

Discover the latest trends in the rapidly growing Nutricosmetics industry with our abstract! Insights on branding, sustainability, and more.

Jennifer Carlsson

Oct 4, 20234 min read

Top 10 Eco Luxe Beauty Brands to Watch

Top 10 Eco Luxe Beauty Brands to Watch,' featuring a curated selection of premium beauty products that combine luxury and sustainability.

Jennifer Carlsson

Jun 25, 20234 min read

The Clean Beauty Conundrum

Which working with statistics which brands do you count as “Clean”? I’m calling it “The Clean Beauty Conundrum”.

10 Cruelty Free, Vegan and Plastic Free Moisturizers

Jennifer Carlsson

Aug 26, 20221 min read

10 Cruelty Free, Vegan and Plastic Free Moisturizers

I think every brand cares about being sustainable, especially indie beauty brands.

Jennifer Carlsson

Jul 6, 20222 min read

Brand Type: Bright Future

Brands like these show that you can buy sustainable products without sacrificing the quality, fun and style.

10 Cruelty Free, Vegan and Plastic Free Cleansers

Jennifer Carlsson

Jun 10, 20221 min read

10 Cruelty Free, Vegan and Plastic Free Cleansers

One of the best things to look for when trying to find sustainable cosmetics products is plastic free packaging.

Jennifer Carlsson

Mar 24, 20223 min read

DIP IS BETTER! - How Dip Founder Kate Assaraf Created a Sustainable Premium Hair Care Brand

There's no cooler solid hair care brand than Dip! We talk to founder Kate Assaraf about how she created Dip!

5 common ways beauty brands are greenwashing

Jennifer Carlsson

Jan 26, 20224 min read

5 common ways beauty brands are greenwashing

Greenwashing is not going to cut it and I hope more brands start to cut the bullshit in 2022.

Jennifer Carlsson

Dec 10, 20211 min read

10 Cruelty Free Zero Waste Shampoo Bars

Solid Shampoo Bars are Eco-Friendly and there are a ton of different options for different hair types, fragrance preferences and budgets!

Is it actually sustainable? Greenwashing in the Beauty Industry.

Jennifer Carlsson

Jul 25, 20214 min read

Is it actually sustainable? Greenwashing in the Beauty Industry.

With the industry actively lying to you it's really hard to make sustainable choices. In this article I help uncover greenwashing.

Jennifer Carlsson

Jun 6, 20214 min read

Everything about Cruelty-Free Cosmetics

I'm going to do my best to answer all the questions you might have about cruelty-free cosmetics.

10 Beauty Brands with Eco Friendly Packaging

Jennifer Carlsson

Feb 18, 20211 min read

10 Beauty Brands with Eco Friendly Packaging

I really wanted to highlight some really cool brands that have put a lot of thought and work into having packaging that is both sustainable

MINTOIRO BLOG

Jennifer Carlsson
The Beauty Brand Expert

I'm Jennifer Carlsson, a 32 year old strategy consultant, competitive market researcher, data analyst and designer from Stockholm, Sweden. I know more about more beauty brands than anyone else and I'm an expert in what it takes for beauty brands to succeed.

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The Beauty Brand Expert
Beauty Brand Strategy Consultant
Cosmetics Market Research Specialist
Beauty Industry Trend Reports

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The Beauty Brand Expert Beauty Brand Strategy Consultant Cosmetics Market Research Specialist Beauty Industry Trend Reports

The Beauty Brand Expert
Beauty Brand Strategy Consultant
Cosmetics Market Research Specialist
Beauty Industry Trend Reports